We are experiencing a global event that is affecting every part of our daily lives. We are inundated with continued messaging around COVID-19 and its disruptive fallout. How you respond to this ever-changing landscape is important.

Your initial storytelling will change. You want to inform your audience about how protocols affect interaction with your customers. Once that information is dispersed, it’s an opportunity to tell people you are still here and are ready to help any way you can.

What you can do

• Connect with your audience. Tell your audience how you are addressing health concerns during this time. Let them know steps you are taking to ensure their safety. Share with them how they can support your business. Many local businesses are shifting how they deliver their service to their customers. In many cases, it literally is shifting to delivery. Local restaurateurs are using video to show take-away options and encourage you to support small business throughout the area.
• Be clear. Clarity and the use of plain language is key. Don’t assume people know how you intend to keep them safe. People respond to clear messaging; they know where they stand when your communication is clear.
• Be compassionate. Remind your audience about your business’ core values and how you are committed to honouring those values. Tell stories about people, including your staff, and how the COVID-19 protocols affect them. Share the stories of hope and of community support.

A key point to remember is don’t assume everyone sees your message if you publish via one platform. Write your statement(s) as a blog and share it through whatever platforms work for you. This includes email, Facebook, Twitter, Instagram and any other platform you may use.

One caution: This is not the time overtly tie your product to a crass sales promotion. No one wants to see a “get your COVID-19 deal now”.

Who is in the best position to tell your story right now? You are.

Tell it with authenticity and compassion.